Service Quality and Customer Satisfaction
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Questions and Answers

What is one of the difficulties in evaluating a service?

  • The customer lacks sufficient knowledge to appraise the service even after usage or consumption. (correct)
  • The customer has complete knowledge about the service.
  • The customer's expectations are always identical to their perceptions.
  • The service quality is always consistent.

    • What is the 'customer gap' in the context of service quality?

  • The difference between customer perceptions and provider's understanding.
  • The difference between service design and customer perceptions.
  • The difference between provider's understanding and customer expectations.
  • The difference between customer expectations and perceptions. (correct)

    • What is the 'listening gap' in the context of service quality?

  • The difference between customer expectations and provider's understanding.
  • The difference between customer expectations and provider's understanding of those expectations. (correct)
  • The difference between customer perceptions and service design.
  • The difference between service design and performance standards.

    • What is the purpose of a 'service blueprint'?

    <p>To design and standardize a service.</p> Signup and view all the answers

    What is an essential aspect of 'relationship marketing'?

    <p>Upward communication.</p> Signup and view all the answers

    What is the 'service design and standard gap' in the context of service quality?

    <p>The difference between service design and performance standards.</p> Signup and view all the answers

    What is a key strategy to close the 'listening gap'?

    <p>Adequate customer research orientation.</p> Signup and view all the answers

    What are the traditional elements of the marketing mix?

    <p>Price, Place, Product, and Promotion.</p> Signup and view all the answers

    What is the primary goal of service recovery strategies?

    <p>To improve customer satisfaction and loyalty</p> Signup and view all the answers

    What is the benefit of cultivating relationships with customers during service recovery?

    <p>It improves customer satisfaction and loyalty</p> Signup and view all the answers

    What type of fairness refers to the results that customers receive from complaints?

    <p>Outcome fairness</p> Signup and view all the answers

    What is the purpose of encouraging and tracking complaints?

    <p>To identify and fix underlying problems</p> Signup and view all the answers

    What is the benefit of offering a service guarantee?

    <p>It improves customer satisfaction and loyalty</p> Signup and view all the answers

    What is the purpose of making the service 'fail-safe'?

    <p>To do it right the first time and avoid service failures</p> Signup and view all the answers

    What type of fairness refers to the policies, rules, and timeliness of the complaint process?

    <p>Procedural fairness</p> Signup and view all the answers

    What is the purpose of learning from lost customers?

    <p>To identify opportunities for growth and improvement</p> Signup and view all the answers

    What type of customers are likely to result when the service provided is below the minimum level considered acceptable?

    <p>Dissatisfied customers</p> Signup and view all the answers

    What is the dimension of service quality that is highly dependent on employees' ability to communicate their credibility?

    <p>Assurance</p> Signup and view all the answers

    Which of the following sources of expected service influences both desired and predicted service expectations?

    <p>Explicit service promises</p> Signup and view all the answers

    What is the term for an employee's response to a customer's needs and requests?

    <p>Adaptability</p> Signup and view all the answers

    What is the term for an employee's unprompted and unsolicited actions?

    <p>Spontaneity</p> Signup and view all the answers

    Which of the following factors can influence customer expectations of service?

    <p>All of the above</p> Signup and view all the answers

    What is the term for an employee's response to a problem customer?

    <p>Coping</p> Signup and view all the answers

    What is the fundamental characteristic of a service?

    <p>It is an intangible product</p> Signup and view all the answers

    What happens when service delivery systems fail, and an employee responds to the failure?

    <p>Recovery</p> Signup and view all the answers

    Which of the following industries is an example of a service industry?

    <p>Air transportation</p> Signup and view all the answers

    What is the term for the service that occurs when a retail employee helps a customer find a desired item?

    <p>Customer service</p> Signup and view all the answers

    What is the idea that all products and physical goods are valued for the services they provide?

    <p>Derived service</p> Signup and view all the answers

    What is a characteristic of a service-based economy?

    <p>The fastest growth rates in job formation are in service industries</p> Signup and view all the answers

    Which of the following companies is an example of a non-service company that sells services?

    <p>Macy's</p> Signup and view all the answers

    What is the term for the service that is provided by a physical good, rather than the good itself?

    <p>Derived service</p> Signup and view all the answers

    What is the idea that all businesses are ultimately service businesses?

    <p>All businesses are service businesses</p> Signup and view all the answers

    What is one of the roles of the Servicescape as a Package?

    <p>To convey expectations for new customers</p> Signup and view all the answers

    How does the Servicescape as a Facilitator affect the flow of activities?

    <p>It either impedes or helps the flow of activities needed to accomplish both employee and customer goals</p> Signup and view all the answers

    What is one of the roles of the Servicescape as a Socializer?

    <p>To convey expected roles, behaviors, and relationships</p> Signup and view all the answers

    What is the primary purpose of the Servicescape as a Differentiator?

    <p>To set the organization apart from its competitors</p> Signup and view all the answers

    What theory explains the effects of the Servicescape on behavior?

    <p>Stimulus-organism-response theory</p> Signup and view all the answers

    What is the 'stimulus' in the stimulus-organism-response theory?

    <p>The multidimensional environment</p> Signup and view all the answers

    What is affected by the dimensions of the Servicescape?

    <p>The internal reactions of customers and employees, which then influence their behavior</p> Signup and view all the answers

    What is the result of the interactions between the dimensions of the Servicescape and the internal reactions of customers and employees?

    <p>Correspondent behaviors</p> Signup and view all the answers

    Study Notes

    Zones of Tolerance

    • Customer expectations of service quality vary across different service dimensions
    • Different customers possess different zones of tolerance (narrow vs wide)
    • Dimensions: reliability (narrow zone) vs empathy (wide zone)

    Factors Influencing Customer Expectations

    • Personal needs
    • Personal service philosophy (own experience)
    • Derived service expectation (others' input)
    • Perceived service alternatives
    • Situational factors (uncontrollable vs personnel situational factors)
    • Predicted service

    Service Promise

    • Sources of desired service expectations:
      • Explicit service promises
      • Implicit service promises
      • Word-of-mouth communication
      • Past Experience
    • Sources of adequate service expectations:
      • Short-term and fluctuating factors
      • Perceived service alternatives
      • Situational factors
      • Predicted service

    Customer Perceptions of Service

    • Spontaneity, adaptability, and coping: Dimensions of recovery
    • Recovery: employee response to service delivery system failure
    • Adaptability: employee response to customer needs and requests
    • Coping: employee response to problem customers

    Service Quality

    • Credibility: assurance dimension of service quality dependent on employees' ability to communicate credibility and inspire trust
    • Credibility is essential to inspire customers' trust and confidence in the firm

    Introduction to Service

    • Services are deeds, processes, and performances provided, coproduced, or correlated by one entity or person for and/or with another entity or person
    • Services are intangible
    • Service industries and companies include those typically classified within the service sector
    • Service as a product represents a wide range of intangible product offerings that customers value in the marketplace
    • Customer service is a critical aspect of the service experience

    The Gap Model of Service Quality

    • The Gap Model: Customer Gap, Provider Gap 1 (Listening Gap), Provider Gap 2 (Service Design and Standard Gap), Provider Gap 3 (Service Performance Gap), Provider Gap 4 (Communication Gap)
    • Customer Gap: difference between customer expectations and perceptions
    • Provider Gap 1: difference between customer expectations and a company's understanding of those expectations

    Service Recovery Strategies

    • Fix the Customer: respond quickly, provide appropriate communication, treat customers fairly, and cultivate relationships
    • Fix the Underlying Problem: address the actual problem that created the poor service delivery
    • Offer a Service Guarantee: pledge or assurance that a product or service will perform as promised, with reparation if not met

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    Description

    This quiz assesses your understanding of service quality, customer satisfaction, and zones of tolerance. It covers the concept of zones of tolerance, including reliability and empathy, and how they impact customer satisfaction.

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